58% of grocery or supermarket customers have responded to an ad/coupon in the mailbox in the past 12 months. Our integrated Boost solutions work synergistically to lift response rates by up to 118% and conversion rates by up to 28%.
Sources: 2020 AudienceSCAN®, Millward Brown Print Campaign Analysis, Simplifi
We work with leading grocery and supermarket retailers across the U.S.
When the pandemic began, average weekly grocery spend increased by $25 to $184. While they spent more, 73% of consumers made fewer trips to physical grocery stores. 48% of consumers continued comparison shopping to find the best deals. 30% of grocery shoppers were more likely to use a pre-written grocery list than before. Here are some additional trends to inform your advertising strategy.
In its June 2021 consumer survey, Prosper Insights & Analytics reported that of U.S. adults 18+ surveyed:
- 80% shopped in a physical store for groceries in the past 30 days – up 4% compared to 1 year ago
- 27% shopped online (either desktop or mobile) compared to 30% 1 year ago – down 3%
- 27% use buy online and pick up in store (BOPIS) either regularly or occasionally compared to 25% in June 2020
- 23% use home delivery services regularly or occasionally in June 2021 compared to 20% in June 2020
Also interesting to note: 82% of shoppers will change the stores they shop at to take advantage of weekly specials.
Sources: C+R Research (Surveyed 2,012 people), Supermarket News, FMI U.S. Grocery Shopper Trends 2019, 2K19 Valassis Coupon Intelligence Report, Prosper Insights & Analytics, Valassis Consumer Intel Report
Anchor your marketing strategy with direct mail while boosting its reach and effectiveness with complementary addressable geofencing digital ads. Promote awareness of your grocery store and highlight your services and products while targeting your best potential customers.
- Print drives 11% purchase intent compared to only 4% with digital alone. That’s a 175% INCREASE when anchoring your digital campaign with print!
- Direct mail and digital advertising work synergistically to boost response rates by 118% and conversion rates by 28% versus print alone.
- 58% of grocery/supermarket customers have responded to an ad/coupon in the mailbox in the past 12 months; 42% have responded to an internet banner ad.
- 75% of shoppers rely on advertising circulars to compare prices and 60% of shoppers prefer to receive their circulars in print format.
- Mspark’s shared mail programs drive traffic by boosting circular reach. We offer strategies to increase distribution by strategically targeting your best customers to increase store traffic and increase ROI.
Sources:FMI U.S. Grocery Shopper Trends 2019; 2K19 Valassis Coupon Intelligence Report, Prosper Insights & Analytics, AdMall AudienceSCAN 2019, Millward Brown Print Campaign Analysis; Simplifit
